We have some thoughts

Planning a media FAM (familiarization) trip is like crafting a cocktail – it’s easy to pull one together that’s good enough, especially if the destination or hotel you represent is fun.

Over the past twenty years, we have witnessed the slow demise of an industry that once seemed completely rooted in American culture. American media was an unshakeable icon. Yet from 2004 to 2024, more than 2,400 local newspapers have shut down.

2024 media trends. There are a million of them. So much technology, so much data, so much evolution. I could regurgitate what I’m seeing but honestly that’s no fun and you’ve certainly already read it somewhere else. So I’m going to tell you what I’m excited about in 2024.

On April 1, 2024, 62ABOVE officially joined forces with Associated Luxury Hotels International (ALHI), marking a significant milestone in both organizations’ journeys. This strategic partnership will result in a fusion of ALHI’s global luxury hospitality reach and our creative marketing expertise, setting a new standard for innovation and service in the industry.

No matter what you call Account Managers at your agency, the qualities that make us truly top-notch are the same. We are the folks who create structure, but never settle for routine. We’re contributors, not just facilitators. We nerd out. We make things happen. We’re insanely curious. We’re part therapist, part ninja, part cheerleader, and part air traffic controller. We do our homework, we take the lead, and we don’t wait for instructions. But as we look toward the future, that’s not enough. For Account Managers to catalyze success on behalf of our Clients and our agencies, we also need to cultivate a business mindset.

As we recently shared, generative AI holds a lot of potential for supporting creative work. And while we don’t want to replace ourselves (who would?!) we do see how AI may become increasingly useful for agency professionals in the years to come. That said, we believe the responsible use of AI requires human judgment and oversight to avoid bias, misuse, and inadvertent risks of harm.

At 62ABOVE, we are starting to implement AI into our daily practices, but we are being very measured and conscious about when and how we use it. With so many ethical and legal implications yet to be sussed out, we see it as our responsibility to be, well…responsible.

I'm an optimist. I believe our world is a beautiful place. Our rich tapestry of diverse cultures, backgrounds, and perspectives inspires me every day. And that's exactly why I'm excited to incorporate this beautiful melting pot of humanity into the work we do for our clients at 62ABOVE. It’s not just our perspective, it’s our responsibility.

At this point, I think I could be considered an agency lifer (except that one year client side slip up, but I digress).